Managing global customer satisfaction – the challenge
Global customer satisfaction is key when a brand’s vision is to become a leader in terms of style, quality and personality, performance and customer experience. To achieve this vision requires a detailed knowledge of a customers’ purchase and ownership experience and a clear direction as to what to prioritise and where to focus improvements. Aston Martin challenged Beehive to develop a bespoke global customer satisfaction programme. The programme needed to be wide-ranging and cover multiple aspects of the customer experience as well as provide accurate, real-time customer feedback and tangible recommendations.
The solution – a global Voice of the Customer (VoC) programme
Working with Aston Martin, we developed a sophisticated programme aligned to Aston’s CRM system to understand the customer’s relationship with their car and dealer. Owners provide feedback on their experience of purchasing and owning their car via a series of surveys issued at specific points. Dissatisfaction triggers real-time alerts to enable 1:1 interaction and resolution. Being a global programme verbatim also requires real-time translation and coding. Insight is delivered via a mixture of online reporting, quarterly dealer and product reports.
And the benefits to Aston Martin have been…